When I first wrote this article in 2011, I mentioned how the marketing copy for Crazy Egg’s heat-mapping feature could have been stronger by better explaining how the tool helps customers to increase conversions. While this information is clearer now thanks to the detailed visuals and simple copy layout that allows the reader to skim and scan — it could be better by explaining a bit more.
Now all of this landing page theory is nice, but reading about landing page design and actually designing an effective landing page are two very different things. If you want to create landing pages for your marketing campaigns, you have two basic options: 1) build the pages directly on your site or 2) create the landing pages using a landing page tool.
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Novices would like to believe that once a successful funnel is in place and generating satisfactory revenue results, you can simply duplicate that funnel for each new product launch. The error in this thought process is that not all buyers purchase in the same fashion. When you are ready to roll out a new product, you must start back at step one and begin the reconnaissance phase again by studying that particular market, those specific buyers and the players already in the game.
Pros: Everything is included. Everything you need from an online marketing/funnels standpoint is all included. No piecing together pieces of software or programs here and there. Integrations are so easy and everything just works. Documentation is superb if you have any questions. You need to implement funnels from a strategy standpoint and every alternative is just much more complicated.
Generally speaking, the more competitive your industry, the more effective and customized your landing page needs to be. You have to set yourself apart from the competition and a template usually won’t cut it. If you know you need a focused, conversion-optimized page to make your online marketing profitable, Instapage probably isn’t your best option.
Once the prospect is in the proverbial funnel, you've peaked their awareness. That's the first stage of the funnel. However, getting a prospect aware of you is no simple feat. Depending upon how they've arrived to your website (organically or through a paid ad), those customers might view your funnel differently and your opt-in rates will vary significantly.
Valued at $9770, the Funnel Hacks System is a training program design to walk you through the whole funnel building process and guide you to creating successful funnels for whatever marketing purpose you can think of. When you avail of this offer, you do not only get training for ClickFunnels, but a full access to ClickFunnels Etison suite as well.
Quite literally ClickFunnels is going to organize and arrange the two pages, the only two pages you need to build a massive email list, and they're going to show them to you right here. And they've got all these templates that you can choose from. As you can see over here, the final steps is quite literally the chronological or the stage-by-stage steps that your funnel will need to appear in and then you have these templates over here on the side that you can choose from at any given moment, that are really great. And they will sort them in converting order.
Chris is right, it is not the cost, it is the investment you are willing to make into your business here. Personally, I took the attitude of it being too costly at first, and trust me, I can afford it, I am just frugal. But now, looking at the powerful software and tool that it is, well, I am switching from Thrive to ClickFunnels. Personally speaking, my issue at first was based on my poor attitude of spending money, instead of a better and smarter attitude of investing into my business online…
But if you still use separate tools to email and call your leads, then visibility into their different touchpoints at different stages in the funnel can be difficult to figure out. Use a CRM software with built-in email and phone instead. You can create email templates in your CRM to quickly reach out to leads. Even better, you can automate sending out the first welcome email to new leads using workflows. Modern CRMs also track your emails and notify you when the lead opens your email. This is a nifty feature to know when to take action and move your lead to the next stage. You know, strike while the iron is hot? So now you’ll know if your email is getting read or not. You can also use email metrics to test your email performance, and craft better ones to increase open rates.
Thanks Matt, the client attraction stage is the big thing. With relatively low client numbers I’m able nurture and provide relevant & specific information. I look arrange phone or in person meetings. So attracting clients who can identify with a specific or range of personal (to them) challenges which I’m able to demonstrate I can solve is perhaps the primary focus for me at the prospect acquisition point. I hope that makes sense:)
Of course, if you're going the paid ad route, you could also use Facebook and Google re-targeting to keep that awareness and interest level high. For example, if you've ever noticed after leaving a particular website, that you begin to see their ad everywhere, there's a particular reason for that. Especially if they've already entered your sales funnel, this is a very powerful way to get them to act.
“The danger here is, that navigation links present the visitor with the opportunity to exit the landing page without them converting. Studies from ConversionXL suggest that removing navigation links from the middle of the funnel landing pages seeing 16% and 28% lift in conversions, while top of the funnel landing pages are seeing an insignificant 0-4% increase in conversion rates.
Only ask for the information they need. The more fields you ask visitors to fill out in your form, the less chance you have of them completing your offer. If your conversion requires a form, get the bare minimum of what you need – you can always ask for more info on the thank you page once the deed is done. While most users don’t have a problem providing their name and email address, asking for info about phone numbers and date of birth can cause your drop off rate to skyrocket to 50%. The rule of thumb is not to include more than seven fields in your lead gen form on your landing page.
After linking the pages together, my funnel was ready to go. It took about two days to complete this funnel compared to a couple of hours on ClickFunnels. I am also worried about the security of my pages. I’m protecting these pages from search engine spiders. But, could someone with technical skill still uncover them? With ClickFunnels, I am more confident in the security of these pages.
4. How did they get to my landing page? Consider changing your message depending on where your users come from – a different message might be appropriate for users who arrived at your landing page coming from Google vs. from Twitter or Facebook. Businesses with more landing pages (30+) generate 7x more leads than those with only a handful, so there’s no denying their value. Ideally you want a tailored landing page for each ad group, but that’s a pretty hefty operation, so start where you can. Try beginning with one custom landing page per campaign, and add from there for individual ad groups when resources allow.
3. Who is my audience? And what are their hopes, dreams, and aspirations? As silly as that sounds, it’s true to some degree – the better you understand your audience, the more you can cater to their wants and needs. Unless you know who your ideal customers are, it will be very difficult to write persuasive copy in the voice of the customer. So get in your audience’s head, Hannibal Lecter-style.
The idea of using a funnel as a metaphor for Sales & Marketing processes in business really stems from the classic Marketing concept, AIDA. Attention, Interest, Desire, Action. These 4 elements generally describe how you build customer relationships, but they can also describe lots of other things too (like how to structure a really good sales letter or sales pitch).
Now I know you might think, this is the whole reason the software was created so you can see who’s moving through the funnel. But LeadPages could have definitely implemented a simple system where they could link up funnels in the same way (and probably will in the near future). It makes it super straight forward to see which funnel is working and which parts of your funnel need tweaking.
It works because it’s simple. The CTA is clear. The design is trustworthy. In addition, the visibility of the signup button remains across all the pages, both at the bottom and the top of the landing pages. That’s a best practice. It also works because visually, they show you exactly what you’ll be getting when you sign up. There are screenshots of the application and not a lot of text. Mint is very benefits-focused.